We started where ERP ends. For over 20 years, we have been building technology that works for Traditional Trade in India — from the remotest village to the largest metro.
Three things we focus on — Stock, Sales and Cash Rotation — for CFAs, Stockists, Distributors, Dealers, Sub-Distributors and Outlets across India and Asia-Pacific.
Unorganized / Traditional Trade to become the most Organized data source for markets and industries in India and Asia-Pac countries.
A world where every kirana, every distributor, every field rep — from the remotest village to the largest city — is connected, data-driven and thriving.
"To standardize, automate and fully digitalize the Sales Channel in Unorganized / Traditional Trade markets such that this Trade model continues to flourish while continuing to bring in the true value of Digital Commerce to all the players in this era of what is called FOURTH INDUSTRIAL REVOLUTION."
We achieve this by building technology that works for every user type — from a tech-savvy manager in a corporate office to a distributor in a semi-urban market using a basic smartphone.
18–20 years ago, when FMCG companies were force-fitting CRM for General Trade Management, we built something different — a solution that met the exact needs of this domain, where Territory changes of a Salesman were regular and Promotions were not only dynamic, but different for different territories. Also User Tech Savviness was not to be expected, leave apart most Salesmen having restricted data and even SMS plans.
When ONLY text messaging (SMS) was the primary mobile data communication mode, directio Suite of Products successfully collected Sales and Marketing Data — not just from metros, but across remote/rural towns ranging from under 1 lakh population to 10L+.
directio Suite became the only tools that could successfully gather data till farmer level in rural India — where, in addition to technology challenges, linguistic barriers also acted as entry barriers for most software makers.
We continued to innovate through the largest Telecom and Software landscape changes faced by the industry in 15 years. While many competitors shut shop, we lasted — and emerged stronger.
Then: AllCell meant "IT WORKS ON ALL CELL PHONES" — solving the heterogeneous phone challenge. Now: AllCell means "ALL SALES FUNCTIONS can be carried out using CELL PHONES" — a complete transformation of what's possible in General Trade.
directio evolved from the core UnCRM tool into a full Platform with a rich set of Apps and Tools. This "Platform" architecture allows customers to pick and choose on an as-needed basis — enabling a well-planned Digital Transformation Journey in the Sales Function, inevitable in the post-COVID digital era.
Today, the directio Platform provides a well-integrated rich set of Software and Apps to meet all technology needs for Sales and Trade Management — with over 30 high-quality Apps and Solutions. The journey from SMS days to today makes every directio App a notch higher in data collection and usage compliance, especially from remote/rural areas and General Trade outlets.
Three evolutions that tell the story of two decades of innovation in Traditional Trade technology.
AllCell meant "IT WORKS ON ALL CELL PHONES" — solving the massive heterogeneous mobile phone challenge of the pre-Android era when Nokia ruled and smartphones didn't exist.
Today AllCell means "ALL SALES FUNCTIONS can be carried out using CELL PHONES" — a complete reinvention for the smartphone era, enabling full sales operations on any mobile device.
The Core Business Rule Engine kept evolving as market rules and business environments changed. Today, enterprises using directio can adapt much faster to any changing business environment — a true competitive advantage.
Innovation milestones that defined the Traditional Trade technology category in India.
First software with UnCRM model for Traditional Trade available in SaaS Model — before the term SaaS was even mainstream in India.
First SaaS with complete end-to-end Mobile, Web and Desktop Applications in a single platform — a full decade before this became standard.
First and ONLY company that built tabular data collection through normal mobile phones — solving field data capture before smartphones existed.
A mobile platform that made Apps work on ALL cell phones — solving the heterogeneous handset challenge that blocked every competitor.
Through every technology change, every market shift, every challenge — two commitments have remained absolute.
Every tool we build must achieve high adoption by the people who actually use it — not just the people who buy it. If a field rep in a remote village won't use it happily, we haven't done our job.
Better Sales Management and Market Controls automatically follow when users are supported effectively. We don't deploy and disappear — we stay until success is assured.
Six specialised teams — each with a distinct role, a shared passion for Traditional Trade, and a singular focus on making our users succeed.
The Core
In directio world, everything starts with Domain. Our valued users' requirement being the very reason for our existence, we always think from Domain angle and design tools that are practical to use, effective in results and adaptable to your changing markets.
The Content
Being a Technology company, we have the best Technical Designers, Architects, Developers, Testers and Release Managers. The proof is in seamless adoption to all the huge Technology changes in Software, Delivery Models and Telecommunication. While many competitors couldn't survive, we have lasted through all the changes — and are still here!
The Coat
One of the important inputs from directio data is for the Marketing functions of an organization. Our team of Marketing Experts analyses results from directio to give you visibility into all critical market information — helping your Marketing team build strategy that maximises Sales in the least amount of time.
The Movement
We take Pride in saying we have the Best User Support team in our industry. The team that drives FAST USER ADOPTION and HIGH USAGE with user empathy built into their DNA — you have to experience it to see how this team Proudly Supports you.
The Movement
With a zeal to make support the BEST, our Technical Support team passionately supports anything to do with directio's technology and related fields. Yes, sometimes they give FREE consulting to Customers and their Technology vendors too — but we don't mind, that's exactly what we encourage!
The Movement
A very specialised team that swiftly and proudly interchanges roles between Business Analyst, User Support and Project Management — whatever it takes for FAST DELIVERY and HIGH USER ADOPTION.
Trusted by India's leading brands across FMCG, Pharma, Consumer Durables & more
Join hundreds of enterprises across India using directio to power their traditional trade sales.